Liverpool set to announce new Adidas kit deal worth north of £50million per season
Liverpool are close to announcing a new kit manufacturing deal with Adidas for the start of the 2025/26 season, Sport Business reports.
According to the outlet’s website on 23 April the Reds have identified the German company as the preferred bidder for a new five-year run, overcoming current producers Nike, and Puma.
The current deal with the US giants reportedly pays the club a base level £30million per year, but additional royalty payments on sales are believed to increase the value north of £50m.
However, the Adidas deal is expected to be worth more than the higher figure, although not as much as the record £90m deal they have with Premier League rivals Manchester United.
Adidas last produced Liverpool kits between 2006 and 2012, with the club then partnered with Warrior (2012-15), New Balance (2015-20) and now Nike.
Liverpool kit revenue set to climb
It appears this transition is going to be smoother than the last one, where New Balance took the club to court before the Nike deal could go ahead.
And with profit and sustainability a major issue in the Premier League now any increase in revenue should be a bonus, although it might bother some supporters that the value is still not set to rival that of the deal at Old Trafford given the two clubs’ relative fortunes in recent seasons.
This route to greater income at Anfield is likely to be more popular with the fans than the recently-announced increase in season ticket prices, assuming the cost of buying replica shirts doesn’t go up with it.
The last Adidas era wasn’t an especially successful one for Liverpool, with only the 2012 League Cup won during that period, so the club will hope this change is more likely to emulate the previous stint with the Germans between 1985 and 1996.
Three top flight titles and three FA Cups were captured in that time along with another League Cup, so there is a strong history between the manufacturer and the club.
With Jurgen Klopp set to leave at the end of the current campaign there is uncertainty about the future at Anfield but Adidas, who signed a major boot deal with Trent Alexander-Arnold last year, are clearly betting on the club maintaining its status at the top of the English game.
In other Liverpool news, Marie Hobinger’s strike fired the women’s team past Bristol City.
For more Liverpool news, be sure to follow Liverpool News on Facebook and X (formerly known as Twitter).